The brief

As a provider of trade receivables securitization, Demica operates in a highly specialized niche market, which makes creating understanding and awareness of its company and its business a challenging task.

Not only did its business partners (e.g. venture capitalists, investment banks) initially consider Demica to be a rival rather than a potential source of new business, but its corporate client base is disparate, making effective communication challenging. To improve this situation, Demica wanted to work with an agency that could understand its business processes and value proposition and interpret them effectively and creatively.

The Solution

Cognito worked with Demica on a coordinated marketing campaign to ensure that the look, feel and content of its marketing material, including advertising, website and exhibition presence, conveyed messages that reinforced its positioning.

To launch the new imagery, Cognito supported Demica at Global ABS with a stand design and an accompanying securitization advertisement, commissioned to promote Demica’s invoice discounting solutions. A maze concept was employed to convey Demica’s message clearly by representing the role Demica plays in guiding clients through the complexities surrounding trade receivables securitization.

The next stage of the project was to work on Demica’s main point of contact: its website. The concepts developed sought to represent Demica’s role in realizing the potential of assets. Cognito revised all Demica’s website graphics and replaced them with imagery based on jigsaws, puzzles and other games to showcase how Demica completes the picture’ for its clients. It also ensured that the system was user-friendly and easy to update by employing a Content Management System. This provided Demica with a website that is both consistent with its brand profile and can be modified in the future.

The Results

Thanks to this project, Demica has been able to achieve succinct and easily absorbed messaging supported by a new website which allows it to communicate effectively with its target market. To ensure that the website is always up-to-date and in tune with the business, Cognito provides regular maintenance backed up by training days to ensure staff at Demica are fully aware of the site’s current functionality and ongoing evolution. Suzanne Cullen, Marketing Director at Demica explains why the partnership is successful: “The main appeal of Cognito to our business, is that they have the skills to comprehend the complexity of the B2B marketing process, yet they blend it with highly creative skills, which in my mind makes them a unique agency, with a unique value proposition of their own”.